SNOWFLAKE & FLAT PACKED DATA How 3rd party data integrations can help turn prospects into loyal customersFLAT PACKED DATA 2 INTRODUCTION The phrase ‘customer-centric’ is achieving the same overused status as ‘digital transformation’, ‘industry 4.0’ and (please, no more) ‘the new normal’, with every business striving to include it in its mission statement or corporate vision. But, as with many marketing literature claims, from future proofing to sustainability, the reality and the aspiration are often quite some way apart. So what does it mean to actually be customer-centric? At its most basic, it means building a business strategy around the customer’s needs, focusing on providing a product or service that exactly matches a customer’s requirements – on an individual, personal level –

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